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Reimagining Singer: Interview With Marco Borraccino

Reimagining Singer: Interview With Marco Borraccino

March 31, 2023

It’s really hard to pigeonhole Singer Reimagined as a watch brand. Since it was first incepted in 2017, the brand has maintained an open growth philosophy that crosses over worlds, disciplines, and concepts. It makes sense, because Singer Reimagined was born under Singer Group, a household name for bespoke ultra-luxury restorations of the Porsche 911. Singer Reimagined took this niche and amplified it to the broader concept behind it: “Taking a classic, empowering it, and [elevating it] to the next stage”, says CEO Marco Borraccino – starting with the chronograph.

Today, Singer Reimagined stands for the convergence of horological art and automotive science, Geneva and LA, and watchmaking tradition and innovation. That’s a lot to take in and put into one timepiece, but the brand seems to have figured it out. Today, its creations are very much chronograph-first, time-telling machines second. But Borraccino envisions an open ground of experimentation for the brand’s future.  

Watch our full interview with Singer Reimagined 's co-founder & CEO Marco Borraccino below: